Peter Riegl, Technical Sales Engineer ASC

You recently joined the ASC team. What prompted you to do so?

Following 13 years of training, practical experience and management tasks of increasing responsibility in the production and sales departments of a medium-sized German company specializing in tool holders and measuring technology, I wanted to develop further. I started, therefore, looking for a new role where I could apply and expand my acquired knowledge and experiences, both professionally and in direct contact with customers.

However, at the time of my initial contact with ASC, discussions elsewhere were already well advanced. In this situation, I met the Managing Director of ASC Sensors, Renate Bay, on a Friday afternoon via video conference. We talked for over two hours about sensor technology, the team, the company – a great conversation. When we finally hung up, I was fascinated by the combination of this future-oriented industry, ASC’s strong products and the pleasant human element. I said to my wife: “This conversation has messed up my other plans …” And it did.

You have now been with the company for a few months. Has your first impression of the company culture been confirmed?

Absolutely. We collaborate closely as a team every day. I keep experiencing a lot of friendliness, openness and support. Of course, everyone is primarily responsible for their own core tasks. But when support is needed – which often happens given the unique challenges our customers bring to us – then everyone rallies together to contribute to solutions.

This is where added customer value is created: Colleagues with in-depth experience in inertial sensor measurement technology provide basic knowledge built up over many years, while “career changers” like me also bring to the discussion approaches from other industries and areas of application. In this way, one cogwheel meshes seamlessly with the next; the status quo is questioned and, where possible, advanced further. In any case, this ensures that we are always at the highest point of what’s possible. In the end, the customer receives a solution perfectly tailored to their needs.

Back to the beginnings: What did originally prompt you to seek a technical education?

After my vocational baccalaureate, I attended university for one term. That was enough for me to realize that the heavily theoretical focus was not for me: I longed to get into practice. That’s why I completed the master craftsman school to become an Industrial Master in Metalworking, returned to the company’s manufacturing department for a total of ten years and took on a specialist area management role. I then switched to sales and spent three more years building up a tight network of customer relationships.

But it started even earlier: My father ran an agricultural machinery workshop with an attached filling station, in Bavaria. Even as a boy, I was fascinated by all the equipment and machinery. From bicycles to lawnmowers, tractors, small and large agricultural machines – it was all there. That’s why I was already deeply involved in everything at the age of twelve. Since then, anything mechanical has held a special attraction for me.

What are your responsibilities as a technical sales engineer at ASC?

My role involves the strategic management and day-to-day implementation of key sales activities. This includes supporting and advising existing customers and distributors on our products, preparing offers based on customer inquiries or a previous consultation, as well as following up on existing offers. But also identifying new target groups and approaching new customers, expanding our sales channels and representing the company at trade fairs and conferences. A well-balanced mix of all these and a few further components is critical for a successful sales department.

Customer proximity is key. How do you achieve this?

I am generally outgoing and enjoy approaching people. That’s why I prioritize personal contact. This can be a personal visit, a phone call or a video conference. I’m also always interested in honest feedback; you’re much more likely to get that in a personal exchange. I learn from this and it helps me develop further – and often our sensor solutions, too.

And when things get difficult – how do you deal with stress or complex problems?

When things get tough, I try to stay calm. Sometimes it helps to briefly press the “stop button” and take a short break, like a coffee. After that, I can continue more calmly and thoughtfully. My approach to complicated tasks is the same as usual: listen carefully and understand the problem in detail from the customer’s perspective; take time to look at the issue from various angles and consider possible solutions and their consequences. Complex challenges I like to take back to the team. Their diverse approaches, experiences and backgrounds help in developing new options.

What strengths can you apply to score particularly well with customers?

I like to communicate, but I’m also very determined and try to process requests quickly and provide answers promptly. I, too, don’t like waiting forever for something that has been agreed. The same applies to project implementation. My focus is very much on completing projects successfully and on time.

Good communication also requires that you listen carefully beforehand and really get to the bottom of the customer’s needs. Our goal in sales must be to maximize customer satisfaction. The customer wants to be able to rely on the agreed work being implemented as discussed and within the defined timeframe.

Who is Peter Riegl in private – what does your life outside work look like?

My wife and I recently built a home. We moved in last year. My free time, therefore, belongs to our five-year-old daughter and all the work that has to be done around the new house and garden. If ever we travel, we like to spend time with friends in Styria, Austria. In winter I like skiing, in summer tennis and during the hunting season I’m passionate about preserving and caring for our local game and forests.